I’m going to have a go at this task too.
A word I really like is ‘portmanteau’ – a word that’s the result of blending two existing words, e.g. ‘brunch’. This word fascinates me because I’m interested in how words are formed (and it sounds a bit fancy – probably because it’s French).
If you’ve watched this week’s video you’ll know that I’ve been impressed with the 19 Crimes outdoor campaign.
Image credit: Campaign Brief
The tone of voice reflects the brand persona: edgy, disruptive, unusual.
I’d say the audience ‘care factor’ for this campaign would be ‘wine that’s full of character and stories’.